Archive | September, 2009

Coffee wars: a good example of buzz marketing vs. integrated marketing

by Tony Fannin, president, BE Branded I’ve been watching the coffee wars between Starbucks, McDonald’s, and Dunkin Donuts lately. What interests me is how tactics have been changing over the course of the “battle”. Starbucks has long been held up as the anti-advertising poster child, especially for entrepreneurs and small businesses. Often, I’ve been told […]

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Google on TV?

by Tony Fannin, president, BE Branded Did you see that? Google is advertising on prime time TV! What are they doing advertising in traditional media? It this heresy? I don’t think so. It’s just smart marketing. One thing Google is, is smart. In reality, this isn’t their only venture into traditional media over the years. […]

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Has the web made us too metrics minded?

by Tony Fannin, president, BE Branded The wonderful thing about the web is that you can measure and calculate to your hearts desire. Metrics and raw numbers galore. I appreciate this. (I’m a research guy at heart, but I don’t do it professionally.) But I believe that the extreme of almost anything is not a […]

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Sometimes, brand is the only difference

by Tony Fannin, president, BE Branded In a discussion with a prospect and a couple of my partners, one interesting question came up; “What’s so different about what you do?” That’s a fair question for one of my partners to ask the prospect. (It’s also a fair question to ask ourselves.) In this world of […]

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Shotgun marketing

by Tony Fannin, president, BE Branded A recent experience with a small business has prompted me to enter this subject as a blog. They have been around for about 3-4 years and are established. They’ve gotten beyond the scary stage of a start-up (Am I going to make it?). They gave me a call to […]

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Be Great

by Tony Fannin, president, BE Branded This entry leans more toward business philosophy than branding or marketing, but it is related. In my experiences with Fortune 500 companies and small businesses, there’s one quality that I notice that seems to be missing in a number of them. That’s quality of being great. Ultimately, people want […]

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Can you plan viral marketing?

by Tony Fannin, president, BE Branded Here’s a question that I don’t know the real answer to; can you “plan” having your video, blog, tweet, etc., go viral? From what I’ve seen, almost all of it has been by “accident”, but I’m not an expert at identifying what was planned and what just happened organically. […]

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A man’s view of marketing to women

by Tony Fannin, president, BE Branded I’ve been in communication with several people about pitching to women prospects who are VPs of Marketing and who’s company markets to women. My conversations have been with women who do what I do, integrated marketing. The angles and subjects were quite interesting. Here are a few highlights from […]

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Do you have the courage to STAY a premium brand?

by Tony  Fannin, president, BE Branded If you’re not a premium brand, then this may not be for you. But, if you consider your company or any product/service line you offer a premium line, this may interest you. As a premium brand, it’s tempting to cut your pricing or give too much in today’s economic […]

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How to get the most out of your marketing agency

by Tony Fannin, president, BE Branded My goal here is to educate so clients can get the best out of their advertising agency, know what to look for when they are looking for an advertising agency, know how to use their agency effectively, and, in the end, have a better relationship with their marketing partner. […]

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